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Max Factor


Singapore, May 31, 2018 | The global icon in make-up, Max Factor officially introduces its new brand positioning with the You x Max Factor campaign, that celebrates a generation of Singaporean women, who, with their amazing life experiences, have emerged truly beautiful from all angles. With this new direction, Max Factor will focus on these women, and commit to providing products and content relevant to them.

Driving the conversation around beauty with depth, Max Factor collaborates with four high-profile female personalities in Singapore, Diana Ser, Wong Li Lin, Michelle Hon, Pooja Kawatra, to deep-dive on what makes them feel their best, and how their life experiences have shaped them to not only look beautiful, but feel beautiful too. This collaboration allows everyone to learn about their unique and inspiring stories and their various personal milestones.

The insights gained from the personalities are showcased through a panel session, held at the official campaign launch event today, as well as on the social media platforms of these inspiring women. By doing so, Max Factor encourages other women from this generation to come forward and celebrate their own beauty, and cherish their life experiences.

Max Factor muses: Emboldened with beauty This generation of women, identified by Max Factor as their muses, are at a life stage where they play many roles in life. They might be raising children, achieving new heights in their careers or personal relationships, honing their talents, or pursuing their passions. Through the time spent living these roles, they have become multi-faceted individuals who have not only impressed everyone with their amazing look and style, but have also encouraged women to always strive to be their better selves and truly embody beauty with depth.

With these women as muses, Max Factor will be providing products suited to their needs, ensuring that while they strive to excel in their different roles, they can manage to always look their best, thus, being truly beautiful from all angles.

Max Factor Global study: learning about the muses The brand conducted multiple focus group discussions with this generation of women and learnt that these women highly value their immense life experiences which have shaped who they are today. They pride themselves in their everyday work and are motivated to be the best for themselves and loved ones.

On a global level, Max Factor surveyed with 26,000 women at the life stage identified by the brand, from ten countries, and learnt about their conception of beauty.

Key global statistics:

Beauty with depth

  • 88% of women believe beauty is a combination of external appearance, personality and charisma

  • 86% believe beauty is not trying to be anyone else, but accepting themselves for who they are

Their powerful life experiences are deeply connected to their beauty

  • Although 80% of women of this generation say that they know who they are, and they feel confident in themselves and their lives, in the UK for example, less than half (48%) feel confident in how they look.

  • 88% believe that beauty is a combination of appearance, personality and charisma

Enhance not transform

  • 90% of women surveyed say that make-up is very important for their appearance every day

  • Make-up is no longer about transforming themselves, but rather enhancing their features and making them feel like the best version of themselves.

Maureen Abenoja, Marketing Director – Consumer Beauty South East Asia, Coty, shared: “From today, the multi-faceted women of this generation become the brand’s muses. We commit to listening to their needs and wants, ensuring that everything that we create inspire them, and make them feel their most beautiful. Max Factor commits to leading the way in creating a new era of beauty, beyond the one-dimensional. We commit to beauty with depth.”

“Speaking with these ladies and learning about their life journey, I’ve been encouraged and inspired by them. I have immense respect for these inspiring ladies who embrace life passionately and wear multiple hats with ease, and it is amazing to be able to celebrate their joie de vivre through You x Max Factor.” #YouXMaxFactorSG #MaxFactorSG

About Max Factor Max Factor is the iconic make-up brand that was the only make-up brand in Hollywood’s Golden Age. It was founded by Mr. Max Factor, a visionary make-up artist, who was famously known as the man behind the signature looks of the era’s most famous icons such as Marilyn Monroe, Ava Gardner, Jean Harlow and Marlene Dietrich. Today, Max Factor is the make-up brand bringing its artistry and expertise to a generation of women who have been through incredible life experiences. From mascara to foundation, eye shadow to lip gloss – Max Factor puts the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal beauty statement every day.

About Coty Inc Coty is one of the world’s largest beauty company with a purpose to celebrate and liberate the diversity of consumers’ beauty. Its strong entrepreneurial heritage has created an iconic portfolio of leading beauty brands. Coty is the global leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics. Coty operates with three divisions ‐ Consumer Beauty, which is focused on mass color cosmetics, mass retail hair coloring and styling products, body care and mass fragrances with brands such as COVERGIRL, Max Factor, Sally Hansen, and Rimmel; Luxury, which is focused on prestige fragrances and skincare with brands such as Hugo Boss, Gucci, Tiffany, Calvin Klein, Marc Jacobs, and Philosophy; and Professional Beauty, which is focused on servicing salon owners and professionals in both hair and nail, with brands such as Wella Professional, Sebastian Professional, OPI and ghd. Coty has over 20,000 employees globally and its products are sold in over 150 countries. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment.

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